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Marketing to Mintropolitans - China - June 2017

Published By :

Mintel

Published Date : Jun 2017

Category :

Advertising and Marketing

No. of Pages : N/A

Despite their strong self-confidence and positive attitude towards future, Mintropolitans are more emotionally stressed than the rest of consumers. They acknowledge the importance of purchasing ethical brands, but the underlying reason is less of an altruistic act but more about self-protection from increasing pollutions.

Table of Content

OVERVIEW
What you need to know
Covered in this Report

EXECUTIVE SUMMARY
The consumer
Time and heath are more precious to Mintropolitans
Figure 1: Issues in current life, by consumer classification, March 2017
Chinese brands have gained more positive feedback than before
Figure 2: Attributes associated with brands from different countries, March 2017
Different categories have unique high-tech upgrading opportunities
Figure 3: Product features that can represent high-tech across categories, March 2017
Mintropolitans want brands to become more ethical, but may not pay premium except for messages related to personal safety
Figure 4: Agreement with the statements on purchase preferences, March 2017
Figure 5: Agreement with the statements on attention to information about brand ethics, March 2017
Figure 6: Very important factors to an ethical company/brand, March 2017
Online rises to be a mainstream information channel to Mintropolitans, especially younger ones
Figure 7: Channels in which consumers have watched adverts in the last three months, March 2017
What we think

ISSUES AND INSIGHTS
Time for promoting “no waste”
The facts
The implications
The notion of transparency needs to kick in
The facts
The implications
Desire to enhance personal productivity
The facts
The implications
The growing power and potential of Chinese brands
The facts
The implications

TECHNOLOGY TARGETING MINTROPOLITANS
Owning the latest digital products and knowledge equals having an edge
Constant technological innovations are a must to retain customers
Disclosing more information online than ever
Three key motivations to purchase premium tech products: brand unique meaning, rarity and status

HOLIDAYS TARGETING MINTROPOLITANS
Travel more and travel further
Not willing to sacrifice travelling experience because of their passion for discover of local “tastes”
Shopping is an important component in travelling
Travel information not only relies on word-of-mouth

THE CONSUMER – WHAT YOU NEED TO KNOW
Mintropolitans have more life issues to sort out
Chinese brands are and will be gaining more favour
Safety is the most relevant factor to brand ethics
Time for online advertisements to dominate

LIFE TENSION
Mintropolitans have more worries in life due to higher expectation and standards
Figure 8: Issues in current life, by consumer classification, March 2017
Top concern: lack of quality time for family
Figure 9: Issue with not having enough time for their children, by age and consumer classification, March 2017
Men want to form a stronger bond with their children
Figure 10: Issue with not having enough time for their children, by gender and consumer classification, March 2017
Mintropolitans are more likely to make time for their hobbies
Mintropolitans have stronger desire to be healthier and relaxed
Who stressed most among Mintropolitans?

PERCEPTION OF BRANDS FROM DIFFERENT COUNTRIES
Mintropolitans see local brands’ potential in innovation and honesty
Figure 11: Attributes associated with Chinese brands, by year, March 2017
Figure 12: Attributes associated with brands from different countries, March 2017
Australian brands are known for safety
American brands are most innovative and high-tech
General consumer perception on German and French brands are the same as before, but Mintropolitans have more to say
South Korean brands are least favoured despite a trendy image
Figure 13: Trendy associated with brands from different countries, by consumer classification, March 2017

FEATURES ASSOCIATED WITH HIGH-TECH
The diversified meaning of high-tech across categories
Figure 14: Product features that can represent high-tech across categories, March 2017
Food and drink: excitement and suitable for on-the-go occasions
Figure 15: Product features that can represent high-tech in food and drinks category among Mintropolitans, by gender, March 2017
Figure 16: Product features that can represent high-tech in food and drinks category among Mintropolitans, by age, March 2017
Clothing and footwear: uniqueness and suitable for my special needs
Figure 17: Product features that can represent high-tech in clothing and footwear category among Mintropolitans, by age, March 2017
Beauty and personal care: safe but effective
Electrics and home appliances: multi-functional but portable

IMPORTANT ETHICAL FACTORS
Mintropolitans have higher expectation on brand ethics
Provenance information and eco-friendly gestures are more desirable due to increasing pollution
Figure 18: Very important factors to an ethical company/brand, March 2017
Brand ethics are more associated with safety
Sceptical consumers need brands to prove themselves
Mintropolitan men seem to be more outraged regarding ethical issues
Figure 19: Very important factors to an ethical company/brand, by gender, March 2017

ATTITUDES TOWARDS BRAND ETHICS
About half of Mintropolitans are serious about ethics
Figure 20: Agreement with the statements on purchase preferences, March 2017
Mintropolitans aged 30-39 are more ethically-driven
Figure 21: Agreement with the statements on purchase preferences, by age, March 2017
Knowledge about brand ethics is believed to be high, but not really
Figure 22: Agreement with the statements on perception on ethical brands, March 2017
The rise of ethical branding still needs time
Figure 23: Agreement with the statements on attention to information about brand ethics, March 2017

MARKETING INFLUENCES
Online grows to be the main information channel
Figure 24: Channels in which consumers have watched adverts in the last three months, March 2017
On-site advertising is playing an important role
Role of gender and age in consumer choice of information channels
Figure 25: Selected channels in which Mintropolitans have watched adverts in the last three months, by age, March 2017

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology

List of Table

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